Som Touch… Alexander Wang Takes Times Square.. California Dreaming…

Tommy Hilfiger’s fall 2010 collection, which closes New York Fashion Week next Thursday, will come with a special touch — that of Peter Som.

SOM TOUCH: Tommy Hilfiger’s fall 2010 collection, which closes New York Fashion Week next Thursday, will come with a special touch — that of Peter Som. “Peter Som has been consulting on the women’s fall 2010 runway collection,” a Hilfiger spokeswoman said, confirming a WWD report from Sept. 3. While few details of the arrangement were available, Som is said to have worked closely with Hilfiger over the past few months. It could not be learned whether this is a long-term partnership or a one-season arrangement.

LIVE, FROM NEW YORK: Designers have embraced some form of technology to enhance their shows this fashion week, but Alexander Wang appears to have chosen the most grandiose medium of all: a Times Square billboard. Wang originally planned to stream his show live solely on SHOWstudio, after being approached with the idea by founder Nick Knight. But the designer also sought to “make it our own, [and] do something different with it,” and became fixated with the idea of projecting the live feed onto a New York City wall. “This is a New York brand, and so much of our inspiration is from here,” Wang continued, “I wanted to bring it to the people of New York and make it a part of the landscape.”

In his last-minute search for the proper backdrop, the designer came across the massive American Eagle LED screen outside the retailer’s flagship store at 46th Street and Broadway. Within 24 hours, the two agreed for Wang to project his show there. The designer said he anticipates a small crowd of Alexander Wang fans and “a few confused tourists,” to take in his show (on a slight lag to provide for any technological snafus) at 6 p.m. Saturday.

NOT-SO-STANDARD: When the 18th Floor of The Standard opened last year, critics said the last thing the Meatpacking District needed was another nightclub. Well, the hotel’s at it again, opening a ground-level boutique in a neighborhood that’s not exactly lacking for boutiques. In addition to selling sundries from Marvis toothpaste to Babeland sex toys, The Standard Shop, NYC will exhibit work by New York artists and sell limited edition objets d’art. First up is Brooklyn-based Julia Chiang’s candy ring Pop mural titled “All for You.” Chiang’s also designed porcelain apples, cast from real fruit, for $200 a piece. Which makes the four-figure Dries Van Noten dress at nearby Jeffrey look like a bargain.

CALIFORNIA DREAMING: What Andrew Carnegie would have made of a Rodarte collection inspired by a fictional girl lost in the desert who scavenges up bits and pieces of burned and distressed clothing before seeking haven in a cave where she self-combusts and is reborn as a condor is anyone’s guess. But Kate and Laura Mulleavy’s designs are currently on display in a black, burned-out room at his old digs, better known as the Cooper-Hewitt National Design Museum. Up through March 4, “Quicktake:Rodarte” gives museumgoers a glimpse of their creations. Kate Mulleavy said, “What we do spurs creativity and the desire to make things. We try to find our own voice and follow that path. If people come away from the exhibition with that, I’d be really excited.”

Rodarte was a finalist in last year’s National Design Awards.

Having been too jammed with pre-show tasks to get to the East 91st Street museum for a quick look, the sisters have been keeping up with the installation via video footage and Skype. They will be at the Cooper-Hewitt Thursday night to see for themselves how set designer Matt Marzucca has created the installation on the second floor. Natalie Portman, Kim Gordon and Peter Nordstrom will also join in the Nordstrom and Vogue-hosted event.

WENTZ UNDERCOVER: Clandestine Industries is really living up to its name. A WWD request to cover the Pete Wentz-designed line’s runway show Tuesday night was denied. In addition, the company has sealed off its party from any media. Adding to the irony is Wentz’s wife Ashlee Simpson’s panache for striking a pose. Perhaps the shut-out has something to do with the reality show about her and sister Jessica, which their father, Joe, has in development.

HEIDI DELIVERS TWICE: Heidi Klum played host at the Destination Maternity flagship to launch two collections for the specialty retailer, which will be on-going collaborations. Lavish by Heidi Klum for A Pea in the Pod featured 15 fashion-forward pieces including a leopard print silk tunic and skinny stretch leather pants that will retail from $68 for a simple tank to $550 for the leather pants. “These were the kinds of pieces I wore during my own pregnancies, but whereas I had to tweak regular clothes to fit [my growing shape] all those details were considered here,” said Klum. The sequined tank top for example is lined with soft jersey, and the pant waistlines all fall below the belly using hidden elastic.

The other collection, Loved by Heidi Klum for Motherhood Maternity, seeks to capture the attention of more mainstream consumers with 14 pieces and a lower price-point, $12.98 to $39.99. There were sweet daisy print cotton tops, jersey skirts and straight-leg dark denim jeans. “Both collections,” noted Klum, “are fun, sophisticated and comfortable, but there are no tents!” A portion of the proceeds from the event and at stores nationwide through Feb. 18 will benefit children in need in partnership with Jessica Seinfeld’s Baby Buggy.

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